How to network on an airplane — without being an annoying bore

Business travel: How to network on an airplane

Joanne Blake was en route from Edmonton to Vancouver by plane. As president of Style for Success, a business etiquette and image firm, she was due to give a finishing school session to a group of businesspeople. “I was reviewing some Powerpoint notes,” she says. “And of course Powerpoint slides are very visual.” Her seatmate leaned over to peek. “That looks like an interesting presentation,” he commented. “Do you mind my asking who and what it’s for?”

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She could have sloughed off the conversation in favour of getting her work done. But instead she took the time to explain. “I frequently talk to my seatmate,” Ms. Blake says. Turns out he was the vice-president of a multinational engineering firm. “We should offer this to our people,” he confessed. “They sure could use some help.” It was the start of a six-month conversation that led to a project for Ms. Blake. “It wasn’t something I was expecting or even looking for. I think it’s about being open to possibilities and having conversations.”

Launching into a three-hour sales pitch will drive your fellow passenger crazy and likely do more harm than good

Getting to know someone by sharing a drink or swapping stories still beats a tweet or a friend request when it comes to generating business, a survey by online printer Moo.com shows. Nearly 90% of the small business people who responded says networking had led to “at least some” new business and 30% says it resulted in “a lot” of new clients for their company. What’s more, formal networking events were frequently not the source of these new contacts. Instead, business people say they connected in a range of places, including the gym, restaurants and bars, with 17% specifically mentioning airplanes.

While networking on the road can be a useful tool, it does involve some unique pitfalls. When schmoozing on a plane, train or bus be aware your seat-mate is essentially a captive audience, advises Michael Hughes, who bills himself as “Canada’s networking guru.” Launching into a three-hour sales pitch will drive your fellow passenger crazy and likely do more harm than good. “Like it or not, you’re sitting next to that person for the entire time. That means you have to be aware of the signals your seat-mate sends,” Mr. Hughes says. “If you make a friendly comment and the book goes up, the head phones go on, or you get a one-word answer, it’s time to leave that person alone.”

“I don’t travel with the mindset of looking for clients,” Ms. Blake says. “People can sniff that out anyway.” Instead, it’s about enjoying a conversation without necessarily an expectation of gain. She points to the example of a lawyer she knows who had a friendly chat with the woman sitting next to him on a flight. “She would never in a million years have been his client. But they had a great conversation and toward the end they exchanged business cards. It turned out that she was able to put him in touch with an association that then resulted in 40% of his clients.” While the woman didn’t directly do business with him, she made the recommendation. “And that only happened because she liked him,” Ms. Blake says.

There may be additional networking opportunities once you reach your destination, adds Ms. Blake, who sometimes tries to connect with out-of-towners on her LinkedIn account over coffee or a meal, or attends Rotary Club meetings in her destination city to meet local business people. Other good places to network: the manager’s welcome reception at your hotel or a privilege club like those run by Delta and Fairmont. The general manager of the hotel is frequently a great contact. Ms. Blake say:: “They’re often well connected in the community and they can leverage opportunities for you.”

Keep in mind that building a relationship relies on building context, not doing a good sales job, Mr. Hughes says. That means taking the time to get to know the person by asking questions such as: “Are you going on business or do you live in Montreal?” “What kind of work do you do?” “Have you always lived in Montreal?” “How did you end up there?” It’s important to focus more actively on personal aspects that have an effect on trust, Mr. Hughes contends. “Find areas of common interest and shared points of view.”

Books can be a good point of connection, Ms. Blake says. “If there’s that little lull and I notice someone is reading a book I’ve read or heard about, I’ll say: ‘I notice you’re reading The Monk Who Sold His Ferrari. I’ve read that too, how are you enjoying it?’ ”

Topics to avoid, include the usual culprits: Sex, religion, money. And stay away from subjects that are too personal, Ms. Blake advises. “Your tragedies probably should be shared with your friends. If you share them with the stranger in the seat next to you, you come across as needy,” she says. “People just don’t respond well to that.”

Finally, treat service personnel with respect and avoid endless kvetching about security issues, delayed flights or anything else you’re peeved about at the moment. “You can commiserate a little bit, but if you’re overdoing it, you’re just going to leave the impression you’re a negative person. And that never works in your favour.”

Camilla Cornell is a business writer and intrepid traveller, who nonetheless appreciates a little comfort when away from home. She can be reached at camillacornell@gmail.com

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